In Unusual Simulcast, A&E Networks Pitching High-Profile Upcoming Miniseries as a 'House Party' Ad Age
A&E Networks will roll out an unusual strategy at its upfront presentation Wednesday in New York, revealing that it will run its upcoming miniseries “Bonnie & Clyde” simultaneously on Lifetime, History and A&E, Advertising Age reports. It will pitch the high-profile event to viewers as a “House Party.”
The strategy “will allow A&E Networks to combine female-skewing Lifetime viewers with male-skewing History and A&E's broader adult audience -- all the better, the thinking goes, to offer ad buyers larger reach at one time,” Ad Age reports. “It is the first such attempt by the company but is likely to be repeated if it works.”
The report adds: "’Bonnie & Clyde’ is the latest big-budget TV miniseries, where History has been spearheading the genre's return to prominence -- first with ‘Hatfields & McCoys,’ whose finale averaged 14.3 million viewers, and then ‘The Bible,’ whose finale got 10.3 million viewers. Their success also spawned History's first scripted series, ‘Vikings,’ which has been renewed for a second season.
Please click here to read Ad Age’s detailed report.